At the beginning of the new year, Ji Krypton officially announced the news of the new upgrade of Ji Krypton 001, and chose to open an 8-hour non-stop live broadcast of new car explanations on the Douyin platform, upgrade interpretation, big coffee interaction, test drive appointments, gift giving non-stop… …Extreme Krypton 001 replaced the original traditional press conference with a grand and super long live broadcast, and accompanied the majority of consumers to open up a new posture for viewing new cars, allowing users to fully understand the upgrade content in the first place.
Good car + good platform, 8-hour long live broadcast, creating a new way of marketing new cars
At present, Douyin is an inseparable entertainment platform for men, women and children. Its huge traffic potential has created a new business form. Major car companies have also deployed Douyin’s business ecology. As a high-end brand, Jikrypton is undoubtedly at the forefront of the times. For the emerging platform of “Douyin”, it is natural to play quite smoothly. With a unique 8-hour long live broadcast, it accompanied the majority of netizens to witness the almighty power of Jikrypton 001. evolution!
Since its establishment, Jikr has been one of the popular brands in the new energy market, and its sales and influence have continued to rise. Its first model, the luxury safari coupe Jikr 001, will deliver 71,941 units in 2022, exceeding the quota. Complete the annual delivery target of 70,000 units. It is worth mentioning that in the last three months, the sales volume of Jikrypton 001 has continued to exceed 10,000, and it has continued to be the “championship in the sales volume of pure electric vehicles of Chinese brands above 300,000”. Ten thousand car club. As an electric car with an average order value of more than 336,000 yuan, the continuous delivery volume of more than 10,000 yuan has also made the traditional brand BBA feel a lot of pressure.
As Jikrypton 001 expands its territory in the market, Jikrypton is also promoting the evolution of Jikrypton 001 and further strengthening its market competitiveness. On the first day of 2023, Jikrypton launched an 8-hour uninterrupted live broadcast of the Guangzhou Auto Show on the Douyin platform, bringing us the all-round evolution of the 2023 Jikrypton 001. In this evolution, the 2023 Jikrypton 001 includes many high-end options of luxury models as standard equipment for the entire series, which can be called the most complete and leading luxury configuration for 300,000+ pure electric models. First of all, on the basis of the standard induction frameless automatic door of the YOU version, in order to respond to the voice of users, the ME version and WE version models will be equipped with silent electric suction doors as standard to create a comfortable and quiet getting on and off experience; The models of this series use higher-grade leather than NAPPA top layer. The front seats are equipped with heating/ventilation/massage/memory as standard, and luxury configurations such as electric adjustable seats and intelligent constant temperature air-conditioning packages are also realized.
Relying on its own excellent performance foundation and the evolution and co-creation of top ecological partners, the 2023 Jikrypton 001 has also achieved both breakthroughs in terms of battery life and performance, achieving the longest battery life and the strongest performance models in the 300,000+ class. It uses a CTP 3.0 Kirin battery with a capacity of 140kWh. The cruising range of the CLTC comprehensive working condition of the whole vehicle will reach 1,032km, making it the world’s first in the cruising range of pure electric vehicles.
The Z-Sport sports advanced kit launched by Jikrypton for performance control is also the industry’s first original sports kit for pure electric control, which allows the product to achieve comprehensive advancement in three aspects: sports vision, driving experience, and handling performance . The use area of Alcantara fabric in the whole vehicle is as high as 9.2㎡. Matched with 22-inch multi-spoke sports forged wheels with lightweight structure design, the steering is more precise and the control is more stable. The racing-grade brake components composed of Brembo six-piston calipers + high-performance large-size perforated brake discs provide more sensitive braking response. At the same time, the branded high-performance tires equipped effectively improve the handling stability.
And by replacing the traditional press conference with a super-long live broadcast on Douyin, Jikrypton has also created a new way of marketing new cars, allowing consumers to interact closely with Jikrypton 001 “zero distance”, allowing more people to witness Jikrypton together The powerful charm of 001. This win-win effect for both consumers and users is due to the fact that the giant engine uses a brand-new communication and marketing strategy, gathers high-quality talents, and continuously outputs high-quality content. While helping consumers to watch cars to their heart’s content, it also helps car companies realize marketing. value.
The three major BUFFs of the huge engine + multi-party linkage, the super long live broadcast is wonderful
As a marketing resource platform responsible for the Douyin advertising business, how does the giant engine promote the marketing of car companies to “out of the circle”? Let’s talk about its three major BUFFs!
The three major BUFFs of the massive engine are traffic, tools, and services. Based on the advantages of grasping the attributes of the Douyin platform and the official operation strategy, the giant engine combines the three core strategies of traffic + tools + services to fully mobilize the platform traffic, give play to the linkage effect of small programs, enterprise accounts, volcano cloud and other tools, and through professional The live broadcast team “manipulated” the overall situation and created an 8-hour ultra-long live broadcast tailor-made for Jikrypton 001.
In this uninterrupted 8-hour live broadcast, it can be said that there are endless highlights. Since it is a live broadcast, interaction is indispensable, and in this 8-hour live broadcast, Ji Krypton invited @南哥说车, @韩路话车, @小刚学长 and other well-known personalities in the automotive media circle, Accompany everyone to interact deeply. They not only talked about their views on Jikrypton 001, but also took everyone to “go to the scene” to see the car up close, so that the audience could fully understand Jikrypton 001.
At the same time, the live broadcast room also prepares rich gifts, and lucky viewers will be drawn every hour to give gifts. Viewers only need to click to follow, light up the fan light board, and then click on the lucky bag in the upper left corner of the live broadcast to participate in the lucky draw. The live broadcast room also has the functions of making an appointment for a test drive and placing an order. Viewers who successfully place an order can also get a gift worth 1,000 yuan.
After the “combination boxing” of car talent, welfare, and lottery, the 8-hour super-long live broadcast was endlessly exciting, allowing the audience to enjoy the enthusiastic interaction, and also won tens of millions of dollars for Jikrypton 001 The flow has increased the popularity of Jikrypton 001.
Over 10 million people “watched”, this wave of marketing went out of the circle
It has to be said that Jikrypton 001 joined hands with the Douyin platform for this extraordinary 8-hour live broadcast, which is a successful new car marketing. According to statistics, the cumulative number of viewers of Douyin live broadcast has exceeded 11.18 million, the interaction volume of Douyin live broadcast has reached 24.24 million, and the number of fans added to Jikryp Douyin’s official account has reached 131,000. !
Through this 8-hour live broadcast of Douyin Auto Show, Jikrypton showed the product image of Jikrypton 001 in an all-round way, realized the intimate interaction between Jikrypton 001 and tens of millions of consumers, and further stimulated consumers’ ” The interest in “exploring the store” will play a strong role in promoting the next increase in the sales of Jikrypton 001!
Summarize
The new generation of consumers has undergone tremendous changes in terms of spending power, consumption concepts, consumption patterns, etc., and they are also at the forefront of looking at and buying cars. With a brand-new marketing ecology, Douyin has broken the traditional marketing model by cooperating with brands, content parties, and users, and has become a popular consumption place for the majority of new-generation consumers. They joined forces to replace the new car launch conference with an 8-hour long live broadcast, and handed in a successful marketing case, which is also worth learning from various car companies seeking to break the marketing circle.
This article is transferred from: http://www.guokr.com/article/463249/
This site is only for collection, and the copyright belongs to the original author.